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Campaigning in the Digital Age
Master the digital landscape of municipal elections! From crafting an authentic online persona to leveraging social media, DIY graphic design, and the power of email, this guide unveils a tactical arsenal for success. Success in the digital age is within reach—navigate the online battlefield and propel your campaign forward with strategic planning and authenticity.
Navigating the Online Landscape for Election Triumph
Welcome to the digital battleground of municipal elections, where the endless symphony of online noise can either drown you out or catapult your campaign to victory. In this whirlwind of pixels and hashtags, we get it – budgets are tight, resources are scarce, and the thought of navigating the vast digital realm can feel like trying to find a needle in a virtual haystack.
We're here as your digital compass, unveiling not just tools but a tactical arsenal of tips and tricks to turn your digital campaign into a resounding triumph.
craft your digital persona
Your online presence is the canvas of your campaign. Paint it with authenticity, passion, and dedication. Let voters see the person behind the politician. Share your journey in a way that resonates, cultivating a digital persona that's not just about politics but reflects your values, making you relatable to constituents.
leverage social media
Social media is your trusty sidekick, even on a shoestring budget. Choose platforms wisely, ones that resonate with your audience. Engage your community with realness – not just with polished posts but through behind-the-scenes glimpses and genuine interactions. Remember, it's not about the number of followers but the quality of connections you build.
dIY Graphic Design
Graphics are pivotal in the digital battleground. Don't fret about lacking a design degree; embrace accessible tools like Canva or Adobe Spark. Thanks to templates and user-friendly interfaces, even if your design skills currently lean more towards stick figures than Picasso, you can effortlessly create visuals that powerfully amplify your campaign's message. Moreover, it aids in maintaining a consistent brand tone, ensuring your message remains recognizable to all your followers—and the broader community!
master the email game
In the realm of digital campaign strategies, emails remain an unsung hero, quietly but powerfully delivering your message directly to your constituents' inboxes. Think of your email list as a treasure chest, one you're not just filling but curating strategically. While social media helps you connect, the email list is the lifeline you get to keep, even if the social media landscape changes overnight.
Consider this: if the social media platforms we rely on today vanished tomorrow, how would you maintain a direct line to your constituents? Here's where your email list steps in as a crucial asset. Unlike social media, where algorithms and trends can shift unpredictably, your email list provides stability and ownership. It's a direct communication channel that remains under your control, offering a dependable means to reach your audience, no matter the digital tides. So, as you build your email list, you're not just accumulating contacts; you're fostering a resilient community and securing your ability to connect authentically, even in the face of digital uncertainties.
host virtual town halls
With limited capacity for in-person events, take your campaign to the digital town hall. Platforms like Zoom or Facebook Live allow you to engage with voters, address concerns, and present your platform. Schedule these events strategically, providing an accessible and intimate forum for interaction.
use community-centric blogging
Blogging isn't just for the tech-savvy. Establish a simple blog on your campaign website, sharing insights, updates, and your vision for the community. It's a powerful yet cost-effective way to position yourself as a thought leader and keep constituents informed.
use tools for campaign analytics
Even with limited resources, harness the power of data. Utilize free or affordable analytics tools to track the performance of your online efforts. Understand what resonates with your audience, refine your strategy accordingly, and make informed decisions to optimize your digital campaign.
ensure you have a flexible digital strategy
Flexibility is key in the digital age. Regularly assess your digital strategy's performance, adapt to emerging trends, and refine your approach based on what resonates with your audience. Embrace a dynamic online presence that evolves with the changing landscape of digital politics.
Digital Triumph on a Limited Budget
In the digital age, success is not reserved for those with hefty budgets. With strategic planning, authenticity, and a willingness to adapt, you can maximize online platforms to propel your campaign forward. Your limited funds and capacity need not be limitations – consider them opportunities to craft a digital campaign that's not just impactful but also uniquely yours.
Onward, towards a victorious digital campaign!
TL;DR
From crafting an authentic online persona to leveraging social media, DIY graphic design, mastering the power of email, and hosting virtual town halls, this blog unravels a tactical arsenal for success. Embrace community-centric blogging, use data-driven campaign analytics, and ensure a flexible digital strategy. Success in the digital age is within reach, even with limited resources—navigate the online battlefield and propel your campaign forward with strategic planning and authenticity.— More Resources —
Unlock Your Political Potential
Empower your political journey with our curated resources designed to elevate women in municipal politics.
Guide to Building Strong Relationships with Reporters
Navigate municipal politics with finesse by strategically building relationships with the media. Your story, authenticity, and timely communication are key to impactful connections.
Navigating the Media Maze
As you embark on the exciting and challenging journey into the realm of municipal politics, it becomes increasingly crucial for you to understand the importance of forming strong and mutually beneficial alliances with the media. These alliances serve as a strategic playbook, guiding you through the intricate dance of information dissemination, ensuring that your message reaches the intended audience effectively. By building relationships with journalists, engaging in open and transparent communication, and providing them with timely and relevant insights, you can cultivate a positive and influential presence in the media landscape, amplifying your voice and enhancing your chances of success in the political arena.
So, let's dive into the art of building relationships with reporters.
1.Know Your Media Landscape
In the realm of politics, knowledge is power. Take the time to dissect the local media scene. Understand the journalists who cover political matters, their reporting styles, and the outlets they represent. Armed with this knowledge, you can tailor your engagements effectively, ensuring your message aligns seamlessly with their journalistic values.
2. always have a purpose
Your presence is your power. Attend local events, press conferences, and networking functions purposefully. Forge connections by introducing yourself and engaging in meaningful conversations. Be a discerning presence, allowing reporters to recognize the substance behind the politician. Establishing a prominent and purposeful presence will position you as a valuable source for insightful commentary.
3. Craft a Compelling Narrative
Every politician has a story, and yours is an invaluable asset. Share your journey, motivations, challenges, and triumphs in a way that captivates and resonates. Journalists are storytellers; empower them with the material to weave a compelling narrative around your political journey. In doing so, you shape the public discourse and solidify your presence in the media landscape.
4. establish a foundation of trust
Authenticity is a currency that holds immense value in politics. Be yourself. Reporters are astute and can discern sincerity from pretense. Let your genuine passion for public service shine through, fostering a relationship built on trust. Authenticity not only earns respect but also solidifies your standing as a politician driven by a commitment to your constituents.
5. keep them informed
Communication is the lifeblood of effective relationships. Keep reporters abreast of your activities, achievements, and upcoming events. Distribute regular updates and press releases, facilitating accurate and comprehensive coverage of your endeavors. This proactive approach demonstrates your commitment to transparency and ensures journalists have the information needed to report accurately.
6.timely engagement is key
In the fast-paced world of journalism, responsiveness is a virtue. Promptly address inquiries, even with a brief acknowledgment, showcasing respect for the journalists' time. Your timely responsiveness communicates a dedication to open communication and elevates your professional standing.
7. navigate critique with grace
Criticism is an inevitable facet of politics. When faced with criticism, respond with resilience and grace. Address concerns thoughtfully, using the opportunity to clarify your position and demonstrate a capacity for constructive dialogue. Handling critique with poise not only garners respect but reinforces your ability to navigate the challenges of political discourse.
8. offer exclusive opportunities
Elevate your relationship with reporters by providing exclusive access. Offer interviews, behind-the-scenes insights, or early access to significant announcements. By making journalists feel like strategic partners, you position yourself for favorable coverage and cultivate a sense of mutual collaboration.
9. build connection beyond politics
Reporters are individuals with diverse interests beyond the political spectrum. Seek common ground outside the realm of politics. Whether it's shared hobbies, a mutual appreciation for local culture, or a collective commitment to community development, building personal connections enriches your professional relationships.
As you navigate the intricate media landscape, do so with strategic intent.
Your intelligence, ambition, and capability are your greatest assets. Harness them to forge meaningful connections that amplify your message and impact.
TL;DR
In the intricate realm of municipal politics, building robust relationships with the media is crucial for success. Key steps include understanding the media landscape, purposeful engagement at events, crafting compelling narratives, and fostering authenticity. Timely communication, graceful handling of critique, and offering exclusive opportunities elevate relationships with reporters. Beyond politics, building personal connections and navigating the media landscape with strategic intent solidify a politician's standing. Ultimately, this guide empowers women to leverage their strengths, shape narratives, and make a lasting impact in the world of municipal politics.— More Resources —
Unlock Your Political Potential
Empower your political journey with our curated collection of resources designed to elevate women in municipal politics.
Planning Your Campaign By Phase
By understanding what phase your campaign is in, you’ll better be able to plan to win. Learn what those phases are, what the parts of campaigning entail, and start getting your campaign plan together.
What Are the Phases of a Campaign
What phase of the campaign are you in?
If you’ve ever done a really big campaign, you’ll know that the most effective way to plan it is to take your Big Day and then start planning backwards from it. This is why it’s so important to know a campaign's phases to ensure that you’re on track.
Most campaigns have phases that fall within the following categories:
Consideration.
This is you if: you’ve told yourself that you’re interested in running for office, but you’re not super committed yet, or you are still in the very early stages of exploring your run. And that’s okay! This will give you the chance to honestly figure out if you want to run or not. Make sure you talk through your fears and work through the barriers before diving in!
Exploration.
This is you if: you’ve started talking to people more seriously about running for office. You’re talking to people outside of your immediate circle — your connections, colleagues, community leaders and sometimes strangers — to start laying the groundwork and foundation for your run. You’ve begun recruiting members to your team and setting up your campaign.
Announcement.
This is you if: you’ve made it official, and now, you’re running!
Campaign.
This is you if: you’re in full campaign mode. You’re knocking on doors, you’re identifying votes, you’re getting donations, you’re posting on social media, you’re crafting policy ideas, and you’re connecting with voters in a variety of ways.
Election Day
This is you if: it’s the day itself! Make sure you go to Get Out the Vote (also known as GOTV).
Post-Election
This is you if: the election has passed and you are ready to wind down your campaign. You must ensure that you keep your campaign finances in order and get your legal reports to hand in before the deadline.
You’ll need to figure out where you are on that scale and start planning accordingly. To do that, you’ll want to ask yourself the following questions to help you come up with a simple plan:
How many days away is the Election?
How many voters do I need to ID by that date?
How many people should I speak to identify that many votes?
How am I going to speak to those people?
How much money will I need to make it happen?
Asking yourself these questions and knowing what phase of the campaign you’re in will allow you to know what you need to do by when. For example:
You know that you need 3000 votes to win the election and that you want to encourage 3500 people to go out and vote by Election Day. You know there's only 100 days until Election Day, so you'll need to identify approximately 2.8 voters per day.
What is your plan for doing that?
Will you canvass, or would you rather do a text bank? Could you cut down on canvass days if there’s a local festival and you set up a booth for a weekend?
How many volunteers will you need to accomplish this task?
How much money would you need to accomplish this task?
Going through these questions one by one, and knowing exactly what campaign phase you’re in, is going to give you the focus that you need to ensure that you make it to the finish line with the things that you need to actually win your campaign.
Looking for some extra support?
Grab one of our workbooks!
Our workbooks are your step-by-step approach to help you really dive into the fundamentals of a successful campaign, and are the thing that you absolutely need to help you run for office.
Campaign Goals By the Numbers
Learn how to calculate the numbers it will take you to win your political campaign.
The Math of Campaigning
Here’s what you’ll need to do to calculate to help you figure out what you need to win
How many votes do you need to win?
How many doors are you planning on knocking on?
How many people do you want to speak with about your campaign?
How many volunteers do you need to help you achieve those goals?
What’s your campaign budget?
You see, campaigns are a number game. And figuring out your numbers before you get started will differentiate you from your opponents.
One of the first things you need to do is figure out your campaign numbers. That’s what’s going to be what helps you figure out your goals.
So sit down and get ready to do some research.
Win Number
First thing’s first — what’s your win number?
Your win number is the number of votes you need to win your election.
And it is imperative that you figure this out because this number will define your whole campaign. You’ll base everything on this number — fundraising objectives, volunteers needed, people canvassed …
Everything.
To do this, you’re going to look at past elections. You can find this information usually through a Google search of “COMMUNITY NAME + votes + ELECTION YEAR.” Your municipality may even have the information on their website. You’re going to write down how many votes the winner received, how many ballots were cast, and then calculate what their voter share was. It’s best to do this for the last two or three elections, so that you have a couple of different scenarios to compare. Then you’ll average it out for a couple of elections, and ta-da — you have a win number! But wait … you’ll want to add a couple of percentage points to that average, just to be safe (I like to add 3-5%). That way, you have a buffer.
Average # ballots cast X (the average voter % + % safety margin) = WIN #
It will also depend on how many people are running against you. If there’s more than one candidate, getting 50+1% of the vote is not only unlikely, but it’s also unnecessary. Maybe you’ll only need 32% of the vote share, or maybe you’ll need 40% — it entirely depends on the number of candidates, so make sure that you keep that in mind when thinking about your calculation.
Voter ID Target
A Voter ID number is how many people you need to identify as voters to win.
This is not the same as your win number because not everyone you identify as a voter will go out and vote … so you want to give yourself a buffer.
This entirely depends on what the voter turnout is like in your community. If voter turnout in your municipality is high, you don’t need to add as much of a buffer to your win number to make up for the voter turnout (or lack thereof). But if voter turnout is unusually low in your community, you will have to keep that in mind when planning out your canvassing.
I like to add a 20% safety margin to a vote number to come up with the Voter ID target (but you can add whatever number you think is appropriate for your community).
So the calculation becomes:
Win # + 20% = Voter ID Target #
These aren’t perfect numbers. Depending on the kind of race that you’re running, you may need to identify more or less. That entirely depends on you and your team, but these are some excellent rough numbers to at least keep in mind and start building your campaign around.
If you’re looking for a resource to help you calculate this automatically, we included a Win Number Calculator and a Voter ID Target Calculator in our How To Run For Office workbooks. You can find it in the Understand Your Community workbook and the Exploring Your Run workbook bundle.
Everything you need to explore your run, make confident decisions, and prepare for a successful campaign — all in one digital workbook.
Running for municipal office is exciting, meaningful, and yes — a little intimidating. That’s why I created this workbook: to help you explore the possibility, ask the right questions, and get organized before making any big commitments.
The 2026 edition is fully updated, with clearer guidance, new resources, and a brand-new chapter on protecting your peace — because running for office is serious work, and you deserve to feel good doing it.
What’s Inside:
Updated Guidance: Refreshed examples, links, and resources relevant to 2026.
New Chapter: Protecting your peace, including a worksheet to help you set healthy boundaries.
Bonus Audio: A reworked workshop in audio format, perfect for listening on the go.
Clear Explanations: Simplified, step-by-step guidance to take the guesswork out of early campaign decisions.
Practical Worksheets: Define your mission, map your community, and build your campaign team.
Why This Workbook Works:
Helps you make a confident decision to run
Breaks down complex campaign steps into simple, actionable exercises
Created by Amanda Kingsley Malo — educator, campaign veteran, and your personal guide through local politics
Format:
30+-page PDF
Instant download
Works on computer, tablet, or phone
Are you exploring a run for office and want to understand the community you hope to serve?
This Workbook Module helps you map your community, identify key issues, and uncover where you can have the biggest impact. With exercises and reflections, it gives you the clarity and focus you need to take actionable steps toward a municipal council campaign.
In this module, you’ll explore:
Who makes up your community and what matters to them
The issues you can focus on as a candidate
How to prioritize your efforts and take meaningful action
Why grab just this module?
Sometimes you don’t need the full workbook — you just want to dive into understanding your community. This standalone chapter gives you everything from this chapter in one place, so you can reflect, strategize, and plan your next moves without flipping through the rest of the workbook.
This module is the second chapter of the HOW TO RUN FOR OFFICE: EXPLORING YOUR RUN workbook.
Announcing Your Candidacy
You’ve finally made the decision, and now it’s time to share your news with the world. Here is some advice on the steps you need to take before you announce your political candidacy, so that you can take advantage of this momentous day.
It’s time to make a great first impression
Let’s look to the future: you’ve filed your nomination papers, started to put your team together, and are ready to knock this out of the park. So what comes next?
You need to announce your run! This will come in steps, so let’s take a look.
Pre-Announcement Tips
Think through your branding. You don’t need to overthink this: just some thoughts about what colours you want to represent you on the campaign trail.
Nail down messaging. This is what you’re going to use to reach out to voters. Having a candidate Mission and Vision section to help you with this will make all the difference. Most importantly, remember to keep it simple.
Have you cleaned your social media accounts or made new ones for your campaign? There are pros and cons on each side. Suppose you use the personal social media you already have. In that case, it comes with built-in friends and followers invested in your campaign. Still, you may want to create separate accounts to keep your social media accounts for continued private use and privacy reasons. Whichever one you’d like to do is fine, but make sure that regardless, you go through your social media accounts, update your privacy settings and delete things that you no longer want out there for public consumption.
Will you have a campaign website? Again, this is a personal choice. Websites are relatively cheap to obtain, and they’re great for multi-use (even on small campaigns). They allow you to collect donations easily, get subscribers to your email list and recruit volunteers – all of which will be key for your campaign.
Do you have a headshot? Do yourself a favour and get one. If you can hire this out, it’s best – professionals are pros for a reason, and it takes another task if your list. If you don’t have the money, then do a self-photo shoot. You’ll want a good picture on hand because people will ask for this every time they write an article about you. You’ll want to use one cohesive photo all over social media.
Your Announcement Plan
What do you want to accomplish with this announcement? What kind of campaign are you running? Do you want to keep it to social media? Will you write a press release and send it to local media? Do you want to have a public announcement party? This all depends entirely on you – make sure you know your goals and keep that in mind as you work towards the event.
Start planning your content calendar. Now that you know the date of your announcement, you can use that data to work backwards and begin teasing your announcement on social media. If you plan on using social media in your campaign, here is our most important advice: pick one or two mediums you already use and do them well. It is not the time to start experimenting with TikTok if you’re not already an expert, and it is not great to find a candidate on a platform you use and then see that the account is dead. Be mindful of that, and use social media to your advantage.
If you’re looking for a cohesive brand look, Canva is a free tool where you can make social media graphics and other things like business cards and door knockers. It will help your whole brand have consistency. There’s also a paid version (they have a free trial available if you want to check it out).
Prepare your press kit so that you have it already available if you get asked by the press for comments, interviews, biography, headshot, etc.
Inform your supporters so that they can help you spread the news. If you accessed our Personal Inventory List, you’d already have that list and can finally start using it.
And finally, the final step:
Make the announcement!
Send out your press release. Share your announcement all over social media. Get your friends and family to start spreading the news. Try to drum up as much visibility as possible so that you can take advantage of this momentous day.
Okay, so you’ve decided to run for office — yay! But where do you even start?
This Workbook Module helps you get your campaign basics in order. With step-by-step exercises, practical tools, and clear guidance, you’ll be prepared to plan your campaign, organize your team, and take action toward running for municipal council.
Defining your campaign timeline
How to take care of yourself on the campaign trail
Identifying the people you need on your team
Preparing your personal inventory
Spotting strengths and gaps in your campaign to find others who can complement you
Why grab just this module?
Sometimes you don’t need the full workbook—you just want to focus on preparing your campaign. This standalone chapter gives you everything from this section in one place, so you can start planning and organizing without flipping through the full workbook.
This is a complete, actionable piece from the full HOW TO RUN FOR OFFICE: EXPLORING YOUR RUN workbook.
And don’t forget that if you’re looking for a little extra support, we’ve created resources that can help you in your journey.
We’ve created a whole library of free resources and links so that you’ve got all of the tools that you need to run for office.
Not only that, but we wrote the book about it — literally.
We’ve got a whole series of workbooks for you, designed especially to personally help you on your journey. This digital download will give you all the resources you need to explore your run for office, including getting to know your community, getting to better know yourself and preparing the outline of your political campaign.
And make sure to keep an eye out on our newsletter, where we share monthly tips and tricks to help you get elected.
Understanding the Rules of Running for Municipal Office
Understand the rules of running for municipal office in Ontario.
Understanding the Rules
If you want to run for office, you’ll need to understand the rules.
Do You Know the Rules?
In case you haven’t looked at the date yet, I’m about to drop a truth bomb on you:
The nomination period begins on May 1st, 2022.
All that means is that as of May 1st (maybe the 2nd, if you live in a municipality that isn’t open on weekends), you’ll be able to drop off your nomination forms.
No panic, though! You have until Friday, August 19th, 2022, by 2 PM to file your nomination paperwork. So if you’re not quite sure yet, you’ve still got time. While some parts of filing earlier help you (for example, you get to start collecting donations), there isn’t a significant focus on the municipal election until after the provincial election has happened – and that’s on June 2nd.
So breathe in. Breathe out. And don’t let anybody talk you into filing until you feel ready to do so.
If you decide to file early and withdraw, that’s okay too. You can withdraw your nomination by notifying the municipal clerk in writing by August 19th. Remember that if you cancel your nomination, you are still required to file all required paperwork at the end of the campaign period.
What You’ll Need
The Ontario government has released the 2022 Candidates’ Guide to Ontario municipal council and school board elections. Take a look through it and absorb it. It has all the rules and regulations for running, which will be essential on your journey.
Here, we’ll cover the highlights.
To be eligible to run for municipal office in Ontario, you must:
be eligible to vote in the municipality you’re running in.
as a resident elector (you live in the municipality).
as a non-resident elector (you own or rent property in the municipality, but it’s not where you permanently live).
as the spouse of a non-resident elector (if your spouse owns or rents property in the municipality, but it’s not where you permanently live).
be a Canadian citizen.
be 18 years or older.
be free of conflicts of interest (see the election guide for more info on this, as it differs per elected position)
If your municipality has wards, you can run in whichever ward you want (but remember: if you run in a ward you don’t live in, you won’t be eligible to vote for yourself).
To file your nomination with the municipal clerk, you’ll also need:
a completed nomination form.
the nomination fee.
$200 to run for head of council.
$100 to run for all other positions.
a completed endorsement of nomination forms.
Candidates living in a municipality with more than 4,000 electors must submit 25 original signatures endorsing your nomination, which are collected on this form. Endorsement signatures must be from people considered eligible voters in the municipality you are running in. You must collect these signatures in person.
If you’re looking for more comprehensive information, make sure that you go through the 2022 Candidates’ Guide - Ontario municipal council and school board elections and that you confirm all of these things with the municipality that you’re planning on running in.
And if you want more support as you figure out whether or not you are ready to run for office, don’t forget our Run For Office workbook. The theme of the first workbook is Exploring Your Run, which will help you explore every single aspect of running for office to make sure that you make the best decision for yourself and give your campaign a fantastic foundation.